In the first nine months of 2021, the share of smart TVs and Ultra HD TVs (UHD) in terms of the overall market continued to rise in Germany.
A total of around 4 million TV sets were sold in Germany in the first three quarters of 2021, reports industry association Deutsche TV-Plattform wit reference to GfK figures. Of these, around 3.7 million were smart TVs that enable the use of apps or catch-up services via HbbTV or the internet. This corresponds to a share of 93% (Q1-3 2020: 89%).
For Ultra HD devices, the market share increased to 75% (3 million devices). In Q1-3 2020 the share was still at 70%.
The amount of UHD TVs that support at least one High Dynamic Range (HDR) process grew slightly again to 98%. These devices can display content with a significantly greater contrast range as well as more natural colours in finer gradations. In addition to the static HDR standards HDR10 and HLG (Hybrid Log Gamma), 79% (2.3 million) of HDR displays also support dynamic HDR processes such as Dolby Vision or HDR10+.
TVs with a screen diagonal of 55 inches and larger continue to be popular. With just under 2.2 million sets sold, this group accounts for 54% of the total market. The most significant jump was in the area of largest displays: every fifth flat screen sold was delivered with a screen diagonal of at least 65 inches.
According to a consumer study by industry association ZVEI, consumers are responsible when it comes to dealing with old devices. Even when buying a new appliance, in half of the cases the previous device remains in use in the household or at a second home. If it is no longer needed, it is often given away, donated or sold. In total, around three quarters of the appliances are used again when a new model is bought.
“The figures show that the trend towards high-quality TVs with excellent picture quality continues, which enable flexible content use via the classic TV connection or via apps or HbbTV applications,” said Carine Chardon, Managing Director of Deutsche TV-Plattform and the ZVEI Consumer Electronics Association. “This increases the basis for broadcasters and producers to sell their content via all distribution channels. It is also very positive that the purchase of new TVs only leads to a direct increase in ‘electronic waste’ in very few cases.”